3DNA, which calls itself the world’s first user-designed eyewear, is built on the collaboration between the ECP and the patient. Like many VTO programs, the 3DNA process begins with a 3D face scan, and then allows the patient and ECP to work together to design the perfect eyewear. 3DNA does not 3D print, and uses raw materials, including sea shell, carbon fiber and acetate, and more high-end materials such as 18kt gold, sterling silver with platinum plating and more.

In-store kiosks are made up of a 32-inch touchscreen PC, a 3D sensor, 16 product samples, a material swatch book, adjustable lighting and storage drawers. The kiosk’s scanning and design software features a variety of customer journeys as well: two examples are the Wizard Mode, which is a streamlined experience that simplifies the step-by-step process, and Magic Mode, which automatically presents shape variations based on lifestyle and fashion preferences and what styles are trending in the market. Patients can use the digital dispensing system more or less on their own, too: at the end of the process, the system summons an in-store optician to finalize details and lens selection.

In 2020, 3DNA added a proprietary magnetic clip-on technology and Mazzucchelli acetates to its portfolio. Now, the program allows patients and ECPs to create up to three magnetic layers per frame, and each layer can be made of the same or different materials. Lenses are available in polarized, tinted or refractive. In addition, the Mazzucchelli acetate color catalogue was imported into the app.

Part of 3DNA’s goal is to help ECPs reduce inventory and differentiate themselves from local and online competitors. Its in-store kiosk does more than just allow patients to create eyewear that fits perfectly—it allows them to truly be part of the design process, further connecting them both to their eyewear and their ECP.